Google AMP for Email – Everything you wanted to know

What does Google AMP for Email do?
AMP for Email will make it possible to take simple actions (like booking a calendar appointment or RSVP-ing an event) directly within the layout of the email – users can interact with content without leaving the Gmail client and without visit a website.

It can makes your email show app like or website like behavior. For instance changing content based on refreshing data, actions taken and behavior.

Interest in interactive email is high. At the beginning of 2018, marketers told Litmus that interactive email is the top email design trend of 2018. And as Google AMP promises a lot of interactivity….. A poll, also by Litmus, showed that 31% of the people that knew what AMP was, also thought it very likely that their email program was to take advantage of AMP.

What can I do in Google AMP for email? What does an AMP-ed email do?
We are likely to find out, what crazy stuff “people” will come up with.

Amp by Example has a dandy list of functions and codes for AMP. Note to self: Add the ones that work here, directly + more examples linked.

When will I start seeing Google AMP for email-emails in my inbox?

Never, well.. at least not yet. Currently it is limited to the developer preview and email developers sign up for it and start testing the waters before AMP support will be enabled for Gmail inboxes (later in 2018.) You can sign up for the developer preview here, but you have to sign an NDA, so don’t go tell anybody about it.

What is new with AMP for Email? Update 24-05-2018
Google just released this video where Ben Morss from the AMP team, talks about interactive email with community members, especially AMP for email.

Jordie van Rijn is an independent email marketing consultant. Next to helping companies improve their email marketing results he gives email marketing training and is a writer and speaker in the field of online marketing.